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Newspaper campaign that leaves a lot to the imagination

Thursday, 23 August 2007
By Print 21 Online Article

BMF advertising agency devised the campaign for The Newspaper Works. Aimed at advertisers, marketers, media buyers and planners, the campaign raises the question, "Imagine the story you could tell in newspapers."

Using photographs of everyday objects such as a broken snowdome, a guitar pick in a fountain, a severed ponytail, a cushion in a dinghy and a discarded stiletto shoe, the campaign creates mini narratives around each of these pictures.

Newspapers are an ideal medium for such creativity, according to Tony Hale, CEO of The Newspaper Works. "We needed a campaign that demonstrates how newspapers can be used to capture readers’ minds, challenge conventional thinking and establish strong emotional connections," he said. "It was a difficult brief but BMF nailed it. They have delivered an exceptionally fresh and creative approach by tapping into the storytelling nature of newspapers."

"Research tells us that newspapers are unique in the way people interact with them; people give newspapers their undivided attention and so content is fully absorbed … Australians find the advertising in newspapers the most believable of any medium."

Not all industry experts find the campaign as engaging as BMF have hoped. Neil Shoebridge, marketing reporter for The Australian Financial Review pointed out its limitations in his column.

"There is nothing to dislike about the ‘Imagine’ ads. The problem is that the sell is too soft," he wrote.

"The media agency executives The Newspaper Works is targeting, particularly young media planners, are not big readers of newspapers and also do not have a lot of time on their hands. It is highly unlikely they will give the ‘Imagine’ ads more than a passing glance."

While the campaign is still in its early days, Hale believes it will be successful. "Anecdotal feedback to date has been very positive," he said.

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